"People will buy what they help create."
When people are involved in the creative process, they are more likely to "buy in" to the idea they are considering.
The steps of the creative process:
Discovery: develop a sound partnership by not simply showing your customer the possibilities, but leading them through the discovery process as though you are making the discovery along with them. This technique builds trust.
Research/Design: every business owner likes seeing their company's name in lights. With your guidance, let them make the first brush stroke of an idea or ad. If they're uninterested in the process, ask them questions like "if you could sum up your service or product in one sentence, what would you say?" There's your starting point.
Production: build up the idea our art department exists to facilitate their vision. Our role is to take their idea to next level and produce a professional looking ad they will be proud to have their name on.
Review: reassure them they have final approval of the ad. Ultimately, this gives them complete ownership of the entire creative process.
TH
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